7. Change Management (It’s Still Not About The Cookie)

The past two weeks have been dedicated to my “it’s not about the cookie” framework, which shows how the experience and all the things leading up to the sale matter much more than whatever is being sold itself. This week, I am extending this framework to one more application – change management. Think of this as any time you are trying to get someone to buy in and make a commitment where money is not exchanged.

In this behavioral economics podcast, I talk about what change management actually means and how the “it’s not about the cookie” framework ties into change management. I talk about how using perceived ownership, the endowment effect, and loss aversion to your advantage in the beginning will pay off in the end. I also talk about how framing is not what you say but how you say it and how to overcome status quo bias. This is the most complex episode of the cookie framework, but it will give you proven tools to implement change.

Show Notes

[04:59] Change management or leading through change is something that a lot of people are talking about these days.

[05:18] Change and getting people to change is all about selling them on your perspective and getting them to buy in and commit.

[05:48] An example of trying to get your significant other or child to do something.

[07:48] Ways to get the child to buy in may be making it fun, leading by example, and using distraction.

[08:32] I often compare our subconscious brain to a small child. Much of our decision-making is still that on this level.

[09:22] A small detail can hang people up when making positive changes.

[10:30] How what the person selling the concept thinks is important may not align with what the person buying the concept may think is important.

[10:52] Consider the ripples. One small word can have a different impact on different people.

[11:21] An example from my credit union days.

[12:51] When it comes to credit cards there will be several different groups affected. The messaging needs to be focused for the individual groups that matter. Keep the overall brand message consistent.

[14:36] I’m not getting into habitual buying in this episode, but it is really fascinating and I will dedicate an episode to it soon.

[15:17] It’s important to think about what the specific people need to hear and where they are coming from before applying your messaging.

[15:34] Thinking about the group as a whole instead of considering the individuals.